Kazuo Noda, Supreme Advisor (Deceased)
×Representative Director and CEO
Representative Director and CEO Nobuyoshi

“I still remember how moved I was on that day when I went home.”

Please tell us about how Professor Noda and President Yamasaki first met.

Noda

As a university professor, when I was young, I focused my research interests on the success or failure of entrepreneurship. I was treated well by many entrepreneurs and learned a lot about the “essence” of corporate management. In the process, I naturally felt that I wanted to listen not only to “successful people” but also to young entrepreneurs striving for “success”. I devoted my time to establish a public interest corporation named "New business Association"and I served as the first president of the association, and spent a lot of time in research through exchanges with many young entrepreneurs. I intend to continue learning “live corporate management” while enjoying friendships that transcend age. That's why I naturally met Yamasaki and deepened our relationship for a long time...

Yamasaki

Yes. Thinking back on it, on New Year's Day in 2011, I had lunch with him at the Capitol Tokyu Hotel in Akasaka.

Noda

…That's right, I remembered. At that table, I asked you, "What kind of business...?" and you answerd "Stone paper has s serious quality issues, so in the future I would like to develop products that are as close to paper as possible…” As soon as I heard you say I thought it was an interesting idea and was attracted to you and your business. For a long time, I have been concerned about the limitations of the current "paper", which is produced and consumed in large quantities using large amounts of wood pulp and water. That's why I immediately resonated with your reply and encouraged you from the bottom of my heart...

Yamasaki

All the people who attended the lunch that surrounded professor Noda were all up-and-coming entrepreneurs, but he showed a stronger interest in my stone paper business than anyone else. At that time, no one showed as much interest in what I was trying to do as he did. He told me "...It's a wonderful plan. Go for it!" To tell the truth, I was very nervous about meeting him for the first time, but I was moved by his words of encouragement at that table, and all of a sudden my nervousness melted away. I will never forget that day for the rest of my life.

Needed funding for development

Also, how did Professor Noda advise Yamasaki?

Noda

I was impressed by Mr. Yamasaki's idea, but since the technology to realize it had not yet been completed, I felt, first and foremost, that "a considerable amount of development funds will be needed in the future." However, in Japan, where robust financial institutions like the US venture capital are not developed, there are no financial institutions that actively support the initial stage of even the groundbreaking development of venture companies. Unfortunately, its still not much support for venture companies. Therefore, I advised Mr. Yamasaki, "First, apply for the national subsidy system." This is because, unlike a decade ago, even in Japan today, there is a government support system in place for promising innovative product development projects. Fortunately, my advice was on point, and as a result, the technology Mr. Yamasaki proposed was unexpectedly quickly received high praise from experts at a national level institution. When Mr. Yamasaki informed me that he had received a development subsidy from the Ministry of Economy, Trade and Industry, I was relieved for the first time that he had passed the first barrier.

Yamasaki

For a long time, I was in a tight financial situation, so I was really saved by following the professor Noda's advice. When I called him to report that I had passed the screening, I will never forget his warm words of encouragement when he said, "Congratulations! But now it's time for a serious competition!" And he gave me one more advice. "The name of stone paper is too unattractive. Limestone is limestone in English, but lime is also the name of the tree of the well-known tropical fruit “Lime,” so why not add an X, which means “from” in Latin, to the end of the word to make it LIMEX…?”. Yamasaki was impressed and immediately followed my advice, but X also has the meaning of "something unknown", and he fell in love with this product name.

"This will be good for Japan and the world."

After that, it was decided to construct a pilot plant in Shiroishi City. How did that happen?

Noda

When I received Mr. Yamasaki's delightful advice, "Where should we locate the pilot plant?" So I answered, "How about Shiroishi City?" Since I lived in Sendai for four years from 1997 as the first president of Miyagi Prefectural University, I must have immediately thought of this beautiful ancient city with a history as the “village of Japanese paper”. Besides, I still have many friends and acquaintances, including Governor Murai. Before anyone else, I immediately called the governor directly to tell him about the history of the Shiroishi project and ask for his cooperation. Thanks to this, the person in charge of Shiroishi City immediately contacted the person in charge of the Miyagi Prefectural Government and Mr. Yamasaki directly, and examined various locations for a test factory that would have the most suitable conditions for our wishes. gave me Looking back, it took four years from the first meeting with Mr. Yamazaki to the completion of the test factory. not strange. No matter how good the idea, there are many ventures in Japan that cannot pass through many barriers. This is probably because many of the people involved were convinced that it would be good for the good of the world and good for the world. I was really lucky...

Yamasaki

The governor and the people of the prefecture took care of us, and the mayor of Shiroishi welcomed us. Furthermore, in December 2015, I participated in the agreement signing ceremony for the second factory, which will be the first mass production site in Tagajo City, Miyagi Prefecture. I feel a connection with Miyagi Prefecture.

“Bright future of LIMEX”

Please tell us about the future business of LIMEX.

Yamasaki

Now that the construction of the second factory is in full swing, TBM's business is finally heading to the next stage. Currently, in addition to developing new LIMEX products, we are also looking into LCA (Life Cycle Assessment) to see if LIMEX can contribute to the environment on a global level, with the cooperation of professors at the University of Tokyo.  Even from a global perspective, the demand for paper continues to grow, while the present age is said to be the "century of water." In Europe and the United States, activities to support companies that are already focusing on environmental and social initiatives are becoming active, so LIMEX's business activities will also actively respond to various support from overseas in the future. The other day I went to Silicon Valley, and it seems that the value of water as a resource has increased remarkably in California as well.

The word "risk" comes from the old Italian "risicare"
meaning "trying with courage"

Noda

Now that the factory is complete, are you feeling a little more at ease?

Yamasaki

The first factory has finally been completed, but I am still not relieved. Because there are too many problems that I have to deal with great responsibility. In the near future we will challenge globally. Ever since I met professor Noda for the first time on New Year's Day in 2011, I have continued to receive strength from time to time. Do you remember? A few years ago, you said, "The English word "risk" is now written in katakana characters in Japanese, and has a somewhat dark feeling of "danger'' but it has a positive meaning in the old Italian language, "trying with courage."  Since then, I have never forgotten your words. It is still a treasure in my heart. For example, even when I was having a hard time raising funds, I always believed in success and summoned up the courage to keep working hard. Thank you.

Noda

I remember it well... That's what I learned from reading a book by American financial scientist Peter Bernstein. By all means, please “continue to have the courage” to make LIMEX a great success! For that reason, I hope that everyone involved will continue to be interested not only in domestic and overseas manufacturing technology, but also in the market situation, and always be interested in "what can LIMEX do next?" As a result, if we can increase the number of factories in Japan and overseas, the number of users will continue to expand, and the scope of our business will continue to expand. Even now, paper is used in products that I can't believe,so LIMEX has an infinite future. As the person who named it, I sincerely hope that LIMEX will become "a revolutionary product that gives hope to people all over the world in the 21st century."

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